Understanding bounce rate in Google Analytics

Annelieke van den Berg leads the Research Department at Yoast. She has her Master's degree in Sociology and focuses on all things related to data.

“I came, I puked, I left” is a very famous definition of the bounce rate by Avinash Kaushik. But what does it mean exactly? When does a visitor bounce? Is it purely a visitor that hits the back button or is there more to it? And what can you tell by looking at the bounce rate of a webpage? In this post, I want to show you what it is, what it means and how you can improve your bounce rate.

What’s bounce rate?

Bounce rate is a metric that measures the percentage of people who land on your website, and do completely nothing on the page they entered. So they don’t click on a menu item, a ‘read more’ link, or any other internal links on the page. This means that the Google Analytics server doesn’t receive a trigger from the visitor. A user bounces when there has been no engagement with the landing page and the visit ends with a single-page visit. You can use bounce rate as a metric that indicates the quality of a webpage and/or the “quality” of your audience. By quality of your audience I mean whether the audience fits the purpose of your site.

How does Google Analytics calculate bounce rate?

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

In other words, it collects all sessions where a visitor only visited one page and divides it by all sessions.

Having a high bounce rate can mean three things:
1. The quality of the page is low. There’s nothing inviting to engage with.
2. Your audience doesn’t match the purpose of the page, as they won’t engage with your page.
3. Visitors have found the information that they were looking for.

I’ll get back to the meaning of bounce rate further below.

Bounce rate and SEO

In this post, I’m talking about bounce rate in Google Analytics. There’s been a lot of discussion about whether bounce rate is an SEO ranking factor. I can hardly imagine that Google takes Google Analytics’ data as a ranking factor, because if Google Analytics isn’t implemented correctly, then the data isn’t reliable. Moreover, you can easily manipulate the bounce rate.

Luckily, several Googlers say the same thing: Google doesn’t use Google Analytics’ data in their search algorithm. But, of course, you need to make sure that when people come from a search engine to your site, they don’t bounce back to the search results, since that kind of bouncing probably is a ranking factor. It might be measured in a different way than the bounce rate we see in Google Analytics, though.

From a holistic SEO perspective, you need to optimize every aspect of your site. So, looking closely at your bounce rate can help you optimize your website even further, which contributes to your SEO.

How to interpret bounce rates?

The height of your bounce rate and whether that’s a good or a bad thing, really depends on the purpose of the page. If the purpose of the page is purely to inform, then a high bounce rate isn’t a bad thing per se. Of course, you’d like people to read more articles on your website, subscribe to your newsletter and so on. But when they’ve only visited a page to, for instance, read a post or find an address, then it isn’t surprising that they close the tab after they’re done reading. Mind you, even in this case, there’s no trigger sent to the Google Analytics server, so it’s a bounce.

A clever thing to do, when you own a blog, is creating a segment that only contains ‘New visitors’. If the bounce rate amongst new visitors is high, think about how you could improve their engagement with your site. Because you do want new visitors to engage with your site.

If the purpose of a page is to actively engage with your site, then a high bounce rate is a bad thing. Let’s say you have a page that has one goal: get visitors to subscribe to your newsletter. If that page has a high bounce rate, then you might need to optimize the page itself. By adding a clear call-to-action, a ‘Subscribe to our newsletter’ button, for instance, you could lower that bounce rate.

But there can be other causes for a high bounce rate on a newsletter subscription page. In case you’ve lured visitors in under false pretenses, you shouldn’t be surprised when these visitors don’t engage with your page. They probably expected something else when landing on your subscription page. On the other hand, if you’ve been very clear from the start about what visitors could expect on the subscription page, a low bounce rate could say something about the quality of the visitors – they could be very motivated to get the newsletter – and not necessarily about the quality of the page.

Bounce rate and conversion

If you look at bounce rate from a conversion perspective, then bounce rate can be used as a metric to measure success. For instance, let’s say you’ve changed the design of your page hoping that it will convert better, then make sure to keep an eye on the bounce rate of that page. If you’re seeing an increase in bounces, the change in design you’ve made might have been the wrong change and it could explain the low conversion rate you have.

You could also check the bounce rate of your most popular pages. Which pages have a low and which pages have a high bounce rate? Compare the two, then learn from the pages with low bounce rates.

Another way of looking at your bounce rate, is from a traffic sources perspective. Which traffic sources lead to a high or a low bounce rate? Your newsletter for instance? Or a referral website that sends a lot of traffic? Can you figure out what causes this bounce rate? And if you’re running an AdWords campaign, you should keep an eye on the bounce rate of that traffic source as well.

Be careful with drawing conclusions though…

We’ve seen loads of clients with a bounce rate that was unnaturally low. In that case, all alarm bells should go off, especially if you don’t expect low bounce rates. Because that probably means that Google Analytics isn’t implemented correctly. There are several things that influence bounce rate, because they send a trigger to the Google Analytics server and Google Analytics falsely recognizes it as an engagement. Usually, an unnaturally low bounce rate is caused by an event that triggers the Google Analytics server. Think of pop-ups, auto-play of videos or an event you’ve implemented that fires after 1 second.

Of course, if you’ve created an event that tracks scrolling counts, then having a low bounce rate is a good thing. It shows that people actually scroll down the page and read your content.

How to lower high bounce rates?

The only way of lowering your bounce rate is by amping up the engagement on your page. In my opinion, there are two ways of looking at bounce rate. From a traffic perspective and from a page perspective.

If certain traffic sources have high bounce rates, then you need to look at the expectations of the visitors coming to your site from those sources. Let’s say you’re running an ad on another website, and most people coming to your site via that ad bounce, then you’re not making their wish come true. You’re not living up to their expectations. Review the ad you’re running and see if it matches the page you’re showing. If not, make sure the page is a logical follow-up of the ad or vice versa.

If your page lives up to the expectations of your visitors, and the page still has a high bounce rate, then you have to look at the page itself. How’s the usability of the page? Is there a call-to-action above the fold on the page? Do you have internal links that point to related pages or posts? Do you have a menu that’s easy to use? Does the page invite people to look further on your site? These are all things you need to consider when optimizing your page.

What about exit rate?

The bounce rate is frequently mistaken for the exit rate. Literally, the exit rate is the percentage of pageviews that were the last in the session. It says something about users deciding to end their session on your website on that particular page. Google’s support page gives some clear examples of the exit rates and bounce rates, which make the difference very clear. This comes directly from their page:

Bounce Rate:
Page A: 0% (one session began with Page A, but that was not a single-page session, so it has no Bounce Rate)
Page B: 33% (Bounce Rate is less than Exit Rate, because 3 sessions started with Page B, with one leading to a bounce)
Page C: 100% (one session started with Page C, and it lead to a bounce)

Conclusion

Bounce rate is a metric you can use to analyze your marketing efforts. You can use it to measure if you’re living up to your visitors’ expectations. As we have seen, visitors bouncing from your website don’t necessarily puke before they leave, in spite of what Avinash Kaushik says. Nevertheless, you want them to engage with your site. So you can use the bounce rate to decide which pages need more attention. Meeting your visitors’ expectations and making your pages more inviting for visitors all leads to creating an awesome website. And we all know that awesome websites rank better!

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13 Responses to Understanding bounce rate in Google Analytics

sysads • 1 year ago

I think some people are misunderstanding the bounce rate idea. Its just an indication of how useful your post or blog is to that user.

Most top websites do have high bounce rate sometimes as it varies but what I would be worried about for those that earn income from their website is if users don’t do anything on your site, then you loose revenue.

Take for instance, 1million people visit your site today and only viewed the homepage and exited, then you earn what 1M visit gives you but when 100K users visit another site but they navigate around the site and stay a little longer, then that site would a lot more.

So key point is to build an engaging site that would keep yours a little longer because it helps with better CPC > results to more money > more holidays on a cruise ship :)

I have learn how and why I have to work on my bounce rate on my website. If there any other means to reduce bounce rate apart from good website design and internal page link. I would love to hear from the experts on how to reduce my bounce rate.
Here is my website . You can check and see to it. With best advice on what to do…http://Www.kokolevel.com

Gerard • 2 years ago

I find the bounce rate to be a metric that for us, as long as it sits at around 40-50%, I don’t worry. Being an ecomm store, I accept that a visitor might follow a link or whatever because they are interested in a singular product. Being a mostly male driven product and customer base, it’s understandable that (if they are like me), that they will look at what they are interested in looking at and then leave.

My metric is return rate – so the customer that came to look at a singular product, does they return to look further? If they do, then to me that’s a success for the site as they bookmarked us for a later visit/s.

Bounce rate is different for every site, but if you are freaking out about it, take a step back and think about your own behaviour when looking at websites. You’ll find than even for the most engaging site if you are in the midst of something or just ‘checking it out quickly’, you’ll book mark it for a later visit when you have more time. While to the site owner this will contribute to the bounce (you looked at one page), if you bookmark and come back, then their site is successful.

Android • 2 years ago

That means if my site has high bounce rate, it’s a worrying factor to improve? But how can I improve it?

vikash • 2 years ago

Does yoast seo pro increases the bounce rate? Can you you clear it?

Ngan • 2 years ago

Some people take this bounce rate too seriously, to the extend where they have so many subpages with ‘next’ buttons, when the content can easily fit 1 page.

low or high bounce rate does not effect ranking.

Jamie Bell • 2 years ago

Hi Annelieke van den Berg, I totally agree with what you have said about the reason behind traffic sources that have high bounce rates, if you have an ad to your website and the bounce rate is high, then your ad may not be relevant to that page/website. It’s extremely important to find out whether an ad will be relevant on a particular website, not only to avoid a high bounce rate but also to save money on advertising costs!